Introduction
Welcome00:02:07
The Strategy Problem00:04:25
Find Your Business Strategy
Knowing who you are00:03:51
Defining your narrative statement00:07:07
Identifying emotional needs00:04:10
Create your value statement00:05:51
Chapter 1 Quiz
Define Your Target Customers
Identifying customer groups00:04:43
Creating a customer persona00:06:07
Measuring customer lifetime value00:03:10
Quantifying customer loyalty00:04:37
Chapter 2 Quiz
Research: Find What Your Customers Want
Researching keywords to find audience needs and interests00:05:45
Using Google Trends to find market trends and customer insights00:03:58
Developing your initial plan00:04:01
Using micromoments to create customers00:04:57
Chapter 3 Quiz
Clearly Identify Business Goals and Build Process
Defining your marketing goals00:06:09
Differentiating between acquisition and engagement00:04:38
Understanding messaging and objectives00:05:02
Chapter 4 Quiz
Develop a Long-Term Marketing Plan
Understanding the purpose of content marketing00:04:02
Planning content assets00:04:06
Creating a long-term content calendar00:05:57
Curating content00:03:00
Chapter 5 Quiz
Turn Cookies into Customers
Getting the big picture00:03:54
Retargeting visitors00:05:59
Designing effective landing pages00:05:47
Getting that email address00:03:21
Stopping the blast00:04:51
Chapter 6 Quiz
Measure and Modify Your Plan
Measuring the right things00:06:45
Visualizing your measurement process00:04:44
Developing a 360 customer profile00:04:10
Chapter 7 Quiz
